Meanwhile, chief executive Graham Walker has stepped down from his post at the Rose Bowl with immediate effect to pursue other business interests.

BBC: Aymes leaves Rose Bowl

New findings report that a Super Bowl loss can have a killer effect, especially for women.

FORBES: Connect

Sands Research Inc. an El Paso, Texas, firm that specializes in neuromarketing, the study of advertising's effect on brain activity, says it worked with five Super Bowl advertisers this year, up from two last year.

WSJ: Advertisers Practice for Super Bowl